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According to a recent report by Tumblr’s official analytics partner, the Obama campaign’s Tumblr blog is seeing five times greater engagement than the Romney campaign's.

A candid assessment of the candidates' Tumblr performance was released yesterday by Union Metrics, Tumblr's first preferred analytics partner. The report, posted to Tumblr, of course, was filled not only with stats, but analysis of the candidates' use of the platform as well.

While both candidates are talked about essentially the same amount, the report found that the content Obama is publishing to Tumblr receives far more engagement that Romney’s. The Obama campaign, Union Metrics wrote, averages 2,909 notes on its posts as opposed to 539 for the Romney campaign. It should be ‘noted’ that notes on Tumblr include both likes of the post and reblogs, where Tumblr users re-publish other blogs' content onto their own (with credit).

“The Obama campaign seems to have a good grasp of the kind of content that works well on Tumblr and leverages this for very high engagement rates,” the report stated. That content, according to the report, includes animated GIFs photos, videos and quotes.

The assessment of the Romney campaign’s use of the platform was not so effusive. “The Romney campaign publishes one to two original posts per day, and has not reblogged any other content this month. They focus mostly on photos, with the occasional video or text post.”

“This is a successful,” the report continued, “but fairly straightforward use of the Tumblr platform to promote the Romney campaign.”

Oddly (or perhaps not so much considering the platform), an animated GIF of Lindsay Lohan has been the most reblogged post from either campaign. Posted by the Obama campaign, the GIF depicts a scene from the movie, “Mean Girls,” and promotes a debate page on the Obama website.

However strange the Lohan post might seem, it may indeed be the right way to reach Tumblr users. “Mean Girls gif +...awareness?” wrote one reblogger. “They’re doing it right.”